Priyanko Guchait

Associate Professor at University of Houston

Priyanko Guchait, PhD. is a tenured Associate Professor in the Conrad N. Hilton College of Hotel and Restaurant
Management at University of Houston. He is an innovative researcher and hospitality educator.

Dr. Guchait is the author of more than 40 peer-reviewed journal articles, book chapters, conference proceedings
and magazines. He currently teaches Human Resource Management, Leadership, and Organizational Behavior at
the undergraduate level, and Multivariate Data Analysis at the Ph.D. level.

Dr. Guchait taught at the University of Mississippi and The Pennsylvania State University before joining Hilton
College in July 2012. He currently serves as the dissertation/thesis chair and in committees for Master's and PhD
students.

Dr. Guchait serves as the faculty advisor of Eta Sigma Delta—the International Hospitality Honor Society, and
also serves as the Chair of Innovation Lab in the Hilton College. He sits on the editorial boards of journals
including IJCHM and reviews for several others. Additionally, he is currently serving as Director of Marketing for
WFCHRIE.

In hospitality, service failures refer to service performance that falls below a customer's expectations. Since service is human-related, zero-defect service is unrealistic, and service failure is inevitable.

Hospitality organizations are faced with the possibility of errors every day, writes Priyanko Guchait of the Conrad N. Hilton College of Hotel and Restaurant Management at the University of Houston. But organizations that value growth, change, experimentation, innovation, and learning – that is, entrepreneurial companies as opposed to bureaucratic companies – tend to have more positive attitudes towards errors.